MEET THE MOM WHO MAKES TRADITIONAL HEIRLOOM DOLLS TO PROMOTE DIVERSITY

A mother’s frustration at not being able to find a suitable doll for her daughter led her on a journey to create her own dolls, and a successful business along the way.

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In 2017, when Nondumiso Gogela was pregnant with her daughter, she went on a mission to find the right doll for her to play with. ‘All I could find were cuddly animals,’ she remembers. ‘The dolls were hard and plastic and didn’t look like me or her at all.’

She lamented to her friends, whose experiences were similar. The realisation that there were no soft black dolls for girls to play with planted a seed in Nondumiso’s mind. A year later, she revisited the idea. ‘My friends supported me, saying, “We need this. You have to do this!’” she recalls. A fashion designer by training, Nondumiso found a few scraps of material lying around her house in Muizenberg and sewed a doll for her daughter.



In fact, her daughter’s name, Imibongo kaMakhulu, even became the inspiration behind the name of the business. ‘It means “granny’s gratitude” because my mother-in-law was so delighted that her family was expanding,’ explains Nondumiso.

"…It means “granny’s gratitude”, because my mother-in-law was so delighted that her family was expanding.”

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EXPANDING HER RANGE
Now in its fourth year, Imibongo kaMakhulu is growing in leaps and bounds. Nondumiso supplies a number of Cape Town stores, as well as selling via her website and Takealot. Her range has extended from the original doll to others, including Zandi in her Ankara frilly top and jeans and Nontle in her pink rose dress. She’s even making adorable bunnies and noisy rattles, which are perfect for a babies’ curious little hands. She says the feedback makes her feel proud.

‘One mom posted on Instagram, saying, “Please help! I bought this doll two years ago, but I’m not sure where from. My daughter takes her everywhere and now I need another one.’” Some friends tagged Nondumiso in the post and she was able to supply another doll for the desperate mom.

Another customer bought a Sibu Boy Doll that went with his owner to hospital when he needed frequent treatment. ‘Once, the doll was being washed so it was left at home, and all the nurses asked the boy, “Where’s Sibu?’” she says, adding that it’s lovely to know that so many children are forming happy bonds with her soft toys.


Left: Some of the dolls in her range. Right: Nondumiso’s daughter, Imibongo kaMakhulu, with a Tumi Doll in Ankara paperbag pants.

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GOING INTERNATIONAL
At the moment, Nondumiso works solo, hoping the economy will pick up post-Covid so that she can grow the business to scale. ‘I do have someone who works part-time for me, but I need more help,’ she smiles. It takes her anything from two to five days to make a doll, in between stocking stores, online marketing and responding to queries. Her efforts are paying off, as her dolls have found their way to Belgium, the UK and the USA. ‘I’d love to have permanent overseas stockists. That’s definitely part of the bigger plan,’ she says.

As much as she’s passionate about inclusivity and the power of imaginative play, Nondumiso is equally motivated to train and empower others. ‘My nieces are very interested in what I do and one of them wants to study fashion design,’ she says. ‘I want girls to know that they can pursue their dreams and start their own businesses.’

Click here to see the range of dolls and other products.

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